Are Generation Z Fashion Activists Interested in Sustainability and Ethics

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Analyzing the data by SPSS program -from the survey made by qualtrics. (passwords provided)(including analyze the qualtrics survey data)

Examples from the previous students also provided-- if you could follow the format they used for writing and also take a look at the grade checklist, assesment brief.

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Survey data

https://www(dot)qualtrics(dot)com/uk/

QUALTRICS AND MOODLE LOGINS: ASK SUPPORT

UNDER CONSUMER INSIGNTS COURSE

MORE DETAILS CAN BE FOUND IN THE MOODLE

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Software: IBM SPSS Statistics V28 Premium

Site Authorization Code: ASK SUPPORT

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ARE GENERATION Z FASHION ACTIVISTS INTERESTED IN SUSTAINABILITY AND ETHICS, OR ARE THEY ANTI-ESTABLISHMENT?
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Date Table of Contents Introduction Literature Review Research Design Finding and Analysis Conclusion References Appendix Appendix 1: Sample Questionnaire Appendix 2 – Topic guide for qualitative results, questionnaire results. Appendix 3 - Information sheet for research participants and consent forms Additional appendices can be included if necessary. Information and Consent form for participants Consent
Introduction Members of the Generation Z generation are becoming increasingly critical of those in the fashion business who lack long-term aspirations. Young adults between the ages of 16 and 29 are becoming more environmentally conscious and environmentally sustainable in their shopping decisions. People can see the impact their purchases have on the world around them because of how easily information can be accessed online. According to Cho et al. (2021), women under 35 who are aware of and concerned about climate change are more likely to experience eco-anxiety. Members of Gen Z are more socially conscious than previous generations, and this is reflected in the purchases they make, which are significantly affected by their core ideas and values. As a result of this paradigm change, resale markets, vintage fashions, and secondhand enterprises have emerged. Thus, Generation Z is looking for stylish businesses with CSR initiatives and activities. Fast fashion is a term used to describe clothing manufactured in large quantities in a short period at a low cost to both the environment and the workers who make it. Consumers of Generation Z are making more environmentally friendly purchases due to their growing understanding of the actual costs of fast fashion and their willingness to combat it (Chan, 2021). Every adolescent youngster is in a unique situation because of all these factors and the accessibility and cost-effectiveness of alternative options available to them. In addition, influencers, sponsored material, and rapidly shifting fashions all inundate their social media feeds, influencing their purchasing decisions. Therefore, Generation Z fashion activists are interested in sustainability and ethics.

Eco-anxious people who believe they can make a difference turn to their hobbies and interests to help them cope with their issues. This can be accomplished by purchasing things from environmentally conscious fashion labels or purchasing secondhand or upcycled clothing. Many factors contribute to the fashion industry's annual profit of $1.5 trillion, including government laws, free trade, and supply chain management (Tokatli, 2012). In contrast, Generation Z members believe that corporations should take on more responsibility for addressing the social and environmental challenges exacerbated by the clothing industry. With a combined purchasing power of $143 billion, it will soon overtake the United States as its most extensive client base (Khalilzad et al., 1998). In addition, millennials and Gen Z are expected to take over the market soon. To entice the next generation of customers, businesses must address their customers' environmental concerns. This shift between offline and online worlds has a significant impact on people's daily lives. Even though many members of this generation are worried about their purchases' social and environmental implications, many continue to shop at fast fashion companies. According to Kobayashi (2003), members of Generation Z are the most environmentally conscious generation, and they are more inclined to purchase antiques. This is because they are unafraid to demand socially responsible commitments from the fashion industry. The phrases green and ethical have risen to the top of the corporate lexicon as a direct result, despite the absence of any strategies or goals to back up these claims. As a result of this deceptive advertising strategy, consumers have developed a distrust of corporate institutions. Since the rise of fashion activism, firms are being scrutinized to see if they are honest and open in their business methods. Young people today place a great value on eco-friendly materials, recycling, and production methods that repurpose previously used materials. Young adults are increasingly turning to used clothing, DIY fashion, peer-to-peer marketplaces, and online resale sites, despite growing up in a world where fashion changes at a dizzying rate. Because Generation Z members often have a smaller budget than prior generations, purchasing previously owned products is becoming more prevalent. In contrast to the 62% of millennials eager to support environmentally friendly firms, just 54% of Generation Z members are willing to pay a premium of 10% or more (Dabija, Bejan, and Dinu, 2019). More than fifty companies, including Burberry and Levi, have entered the resale market in recent years because of Generation Z's devotion to ethical and environmentally responsible consumption. As a result of the rising pressure on the fashion industry to improve, public policy has changed. For instance, Accord on Health and Safety in the Textile and Garment Industry has effectively replaced the Bangladesh Accord on Fire Building Safety as Bangladesh's primary fire and building safety guideline. The project was estimated to cover more than 2 million Bangladeshi garment workers when completely implemented in September 2021 (Anner, 2020). Fashion industry activists, customers, groups, and unions of employees all contributed to this success, which was made possible by their support and efforts Consumers are exposed to many hazards when they support causes that fashion firms advocate for but are not widely accepted. For example, when the National Football League's players took a knee during the national anthem, Nike received praise and criticism. Nevertheless, it generated 163 million dollars in earned media exposure just a few days after the commercial. In addition, an organization runs the greater risk of being regarded as hypocritical by its target audience if it does not take the time to make sure that its messaging and actions are consistent. For example, Primark was condemned for selling a line of Pride T-shirts made in Turkey. Among European countries, Turkey has the third-worst record regarding equality for those who identify as LGBTQ+. In addition, Nike has recently criticized civil society groups for ensuring that its suppliers in developing countries are paid fairly. An American fashion designer, Jeremy Scott, wore a T-shirt that read, Tell your senator nay on Kavanaugh, during New York Fashion Week. This was a reference to the Supreme Court justice's nomination proceedings, which were controversial. However, this tactic may backfire because consumers can distinguish between an organization's stated mission and a self-serving gimmick. A company's tone, strategic and operational decisions, and marketing efforts are all factors that customers are likely to pay close attention to. Social movements such as #metoo, #blacklivesmatter, and #timesup have reflected this tendency in recent years and gained a lot of attention (Freelon, Marwick, and Kreiss, 2020). Millennials and members of Generation Z must be considered in every decision-making process. The combined purchasing power of Gen Z and millennials in the United States is $350 billion. By 2023, Gen Z will make up 40% of all consumers globally (Hinduan, Anggraeni, and Agia, 2020). The Great Recession had not made its full impact fully apparent for nearly a year after it began when home and stock portfolio values fell by about half. The Great Depression of the 1930s necessitated that all learn to cut back on their spending. As a result, millennials' aspirations and dreams of finding work were crushed. Because of this, a deluge of goods produced in China entered the market.

The research methodology section explains the study's design and the deductive qualitative research approach used in the investigation in great detail. Semi-structured interviews have been used. To gather information on the viewpoints of Gen Z customers on environmentally friendly fashion and initiatives that promote environmentally-friendly fashion, the research used only partially organized interviews. Semi-structured interviews with 65 people helped compile the data needed for the study. Semi-structured interviews, which are more open and objective than standard ones, can help researchers better understand respondents' opinions and their underlying motivations (Busetto, Wick, and Gumbinger, 2020). It is essential to preserve the interview's adaptability and communication with a wide range of participants to obtain reliable qualitative data. The inability to compare the results of the discussions because each one features 33 people discussing a distinct set of questions is a drawback (Adams and Wieman, 2015). It is possible to interview in person, over the phone, by email, or even on a social media platform such as Facebook. The importance of conducting interviews in person cannot be overstated. To increase the quality of assistance, the questionnaire must understand the input received from respondents, who can be identified by their body language and facial expressions (

Updated on January 26, 2024

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